Brand new IMI

Brand new IMI

The IMI has recently rebranded, offering a contemporary classic feel which reflects its history. In an ultra-modern industry, the professional association, born in 1920 and resplendent with tradition, is now poised to rocket into the future.

As part of a three year strategic plan, which began in April this year, the IMI undertook to streamline its complex offer and provide a single identity for all products and services. After working with award winning agency Cyber Duck for six months, the new brand has been developed in consultation with existing customers and key industry figures.

The end result is a new logo with clean modern lines, product and service groupings with colour references that make them easier to identify and a stronger, more confident tone of voice.

The product and service groupings and related colours are:

The full range of products and services offered by the IMI now sit beneath each of these groups.

Previous sub brands are renamed to align with the single IMI identity. ATA and AMA will be phased out to become IMI Accreditation and grouped under IMI Learning and Development. The current offer of over 250 Qualifications also sit within this group, as does eLearning and Professional Development along with Quality Assured Programmes, previously named QAA.

The full suite of resources that currently sit on the Autocity platform will now reside within the IMI Careers & Resources group. The sub brands of Autocity, 1stGear and HUBcap will be phased out.

The IMI Professional Register also gets a new look, although the name remains the same. A redeveloped website ( will also be released in line with new campaign to promote the IMI Professional Register in early December, which will again feature BBC1’s Formula One presenter Suzi Perry.

Further products, services and support for the sector all sit under the corporate group which includes, Sector Standards, Research, Apprenticeship Frameworks and National Occupational Standards development.

The various websites across the group are currently undergoing development to align them to the new brand. You will see them evolve over the coming weeks and months, but in the meantime all will have the new logo, and for a period of time to aid transition, also include legacy logos and badges.

The much-heralded rebrand is an integral part of IMI’s strategy for growth along with development of overseas business and diversifying its service offering. As the voice of the sector, IMI is also raising its profile by working with the industry to promote best practice, drive up standards and encourage new talent to join our exciting industry.

IMI CEO Steve Nash said “Throughout my whole career I’ve have been made aware of the importance of brand to success. The new IMI branding is a result of a long and detailed process of stakeholder consultation and consumer research, matched by cutting edge design. The result will help us grow our membership base and improve the uptake of our learning and development products. It will also enable us to promote the motor industry and those who work within it more effectively.

“The brand will be formed by what we do and what we say. This starts with our demand that the Government introduces a licence to practise in the motor industry, to protect the public and promote the highly skilled and trustworthy people we represent. This combined activity resonates with our new strap line; Together, driving up standards”.

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